How To Use LinkedIn Marketing To Drive Business Growth

LinkedIn is a powerful platform that can be used for much more than just posting your resume. LinkedIn marketing is a great way to connect with other professionals in your industry, build relationships, and grow your business.

LinkedIn is different from other social media platforms because it is geared toward professionals. LinkedIn users typically look for business opportunities, networking, or industry news. LinkedIn marketing should be used to target these users with content that is relevant to their interests.

When you use LinkedIn for marketing, like those with business-to-business products or services, or if you want to know the ropes of LinkedIn marketing, it is important to consider how the LinkedIn algorithm works. The algorithm is designed to show users the most relevant content, which means you must produce high-quality content targeted to your specific audience.

In this article, we’ve put together a guide covering all LinkedIn marketing aspects. This includes the types of content you can post, how often to post, best practices for using LinkedIn to grow your business, and strategies for LinkedIn marketing so you can get the most out of the platform and drive business growth to new heights.

What Is LinkedIn?

LinkedIn is a business and employment-oriented social networking service that operates via websites and mobile apps. Launched on May 5, 2003, the platform is mainly used for professional networking, including employers posting jobs and job seekers posting resumes. You can also use LinkedIn to find your business’s sales leads, customers, and partners.

As of 2020, LinkedIn has over 800 million members in over 200 countries. Two new members join LinkedIn every second. More than twenty percent of these members are from the United States.

The company is headquartered in Sunnyvale, California, and is publicly traded on the New York Stock Exchange under the ticker symbol LNKD.

LinkedIn offers a premium membership that gives users access to additional features, including tools to find jobs, networking events, and sales leads. LinkedIn also has a publishing platform that allows members to post articles and blog posts.

This social networking platform can be extremely valuable for businesses and professionals because it offers a way to connect with like-minded people, build relationships, and grow your business.

What Makes LinkedIn Unique?

When it comes to business networking, LinkedIn is in a league of its own. LinkedIn also has unique features that make it different from other social networking sites.

For example, LinkedIn allows users to post their professional achievements and skills, which helps businesses identify potential employees and contractors. In addition, LinkedIn has a very strong search engine that makes it easy to find people with specific skill sets or who work in specific industries.

What’s more, LinkedIn has a “groups” feature that lets businesses create forums for discussion and collaboration around specific topics related to their industry. These groups can be a great way to build relationships with potential customers and partners.

Finally, LinkedIn has a very robust set of tools for businesses to use to target their marketing efforts. These tools include the ability to create “company pages” and post updates that will appear in the news feeds of all of your employees, as well as the ability to target ads by job title, company size, or other factors.

In short, LinkedIn is a powerful social networking site that can be used for business networking, job searching, and marketing.

LinkedIn Algorithm: How Does it Work?

The LinkedIn algorithm is the key to success on the platform. It decides who sees your content, when they see it, and how often they see it. It considers how often you interact with other users, what content you post, and how often you post it. The algorithm also looks at who your target audience is and whether or not they are engaged with your content.

If you want to make sure as many people as possible see your content, you need to understand how the LinkedIn algorithm works. The topics you post about, the frequency of your posts, and your target audience’s engagement are all important factors in the algorithm.

Of course, it is no easy task to crack the code of the LinkedIn algorithm. However, by understanding how it works and using that knowledge to your advantage, you can ensure that more people see your content, driving business growth.

If you know how to use LinkedIn marketing to your advantage, you can use it to grow your business. Here are some ways how the LinkedIn algorithm works:

LinkedIn Determines Whether Your Post Is Spam or Not

When you post something on LinkedIn, the platform’s algorithm will first check to see if it is spam or not. If LinkedIn thinks your post is spam, it won’t show it to anyone, so it’s important to post quality content that’s relevant to your audience.

It will sort your content into different categories:

  • Spam
  • Low-Quality
  • High-Quality

By determining the quality of your content, LinkedIn will decide to show it to more or fewer people.

LinkedIn Tests the Quality of Your Content

After LinkedIn has sorted your content into a category, it will test the quality of your content. The platform does this by looking at how much engagement your content receives.

If people like, comment, and share your content, LinkedIn will deem it to be high-quality and show it to more people. On the other hand, if your content isn’t receiving much engagement, LinkedIn will think it is low-quality and show it to fewer people.

This is why it’s important to post relevant and engaging content to your target audience. If you can get people to interact with your content, you’re more likely to reach a larger audience.

LinkedIn Distributes Your Work to a Larger Audience

Once LinkedIn has determined the quality of your content, it will then distribute it to a larger audience. The platform does this by sharing your content with people who have previously engaged with similar content.

If you can get your content in front of the right people, you’re more likely to reach a larger audience. This is why targeting your content to a specific audience is important.

LinkedIn Measures the Performance of Your Content

After your content has been distributed to a larger audience, LinkedIn will then measure the performance of your content. The platform does this by looking at how much engagement your content receives.

If people like, comment, and share your content, LinkedIn will deem it successful and show it to even more people. On the other hand, if your content isn’t receiving much engagement, LinkedIn will think it is unsuccessful and show it to fewer people.

This is why it’s important to create content that is not only high-quality but also interesting and engaging. If you can get people to interact with your content, you’ll be able to reach a larger audience and grow your business.

 

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Kinds of Content That Companies Should Post on LinkedIn

As more and more businesses flock to LinkedIn to promote their brand, it’s important to know what kind of content works best on the platform. Here are a few ideas:

1. Company News

Keep your followers up-to-date on company news, whether it’s a new product launch or an award your business has won. This is an easy way to keep your followers engaged and informed about what’s going on with your company.

This also gives you a chance to show off your company’s unique personality and values. For example, if you’re a sustainable business, you could share news about an eco-friendly initiative your company is taking part in.

2. Employee Achievements

Showcase your employees’ successes on LinkedIn. This is a great way to humanize your company and make you seem more approachable. It also helps potential customers or clients see that you’re an authority in your industry.

When one of your employees achieves something noteworthy, post about it on your company page or profile. You can even write a blog post highlighting their accomplishments. Make sure to tag the employee in the post so that their network also sees it.

3. How-To Content

How-to content is always popular, and that’s especially true on LinkedIn. People come to LinkedIn looking to learn new things or improve their skills, so if you can teach them something, they’ll be more likely to pay attention to your company.

To make sure your how-to content is effective, make it specific and actionable. No one wants to read a general article about “ways to be productive” — they want a step-by-step guide that will show them exactly what they need to do to get results.

4. Infographics

People love visual content, and that includes LinkedIn users. If you want your content to stand out on the platform, consider creating infographics.

Infographics are a great way to present complex information in an easy-to-understand format. They’re also easily shareable, so if someone likes your infographic, they’re likely to share it with their network.

When creating an infographic, include a call-to-action (CTA) so that people know what you want them to do after they’ve viewed it. For example, you could include a CTA like “Sign up for our newsletter to get more tips on creating great infographics.”

5. Long-Form Articles

LinkedIn users are professionals that are always looking to learn new things and improve their skills. As such, they’re likely to appreciate long-form articles that offer in-depth information on a certain topic. A long-form article is the way to go if you have something valuable to share with your audience.

When writing a long-form article for LinkedIn, ensure it’s well-researched and informative. Your goal should be to provide value to your readers so they keep coming back for more.

LinkedIn users are also more likely to read articles that are well-written and free of grammar mistakes. So, be sure to proofread your article before hitting the publish button.

6. Video Content

Video is one of the most popular content formats online, which is true for LinkedIn. They are 12 times more likely to get shared on the platform than any other type of content.

When creating videos for LinkedIn, keep them short and to the point. No one wants to watch a long video that could have been easily said in a shorter format. Also, make sure the videos are high quality and offer valuable information.

7. Research Posts

LinkedIn users are always looking to learn new things, which is why research posts are so popular on the platform. If you can provide valuable insights from your research, people will be more likely to pay attention to your company.

To create a research post, start by writing a summary of your findings. Then, link to the full report or study so people can read it for themselves. Finally, add a few sentences explaining why your research is important and how it can help LinkedIn users.

When creating research posts, remember that they should be well-written and free of errors. You should also make sure to post them at times when LinkedIn users are most active.

Ways To Use LinkedIn To Grow a Business

Digital marketing is no longer about throwing money at ads and hoping something sticks. To stay relevant and attract new customers, businesses need to be strategic in their approach. LinkedIn marketing is a great way to connect with potential customers and grow your business.

There are several ways businesses can use LinkedIn to their advantage and drive growth. Here are some of the most effective:

1. Use LinkedIn Ads

LinkedIn Ads are a great way to reach your target audience and grow your business. With LinkedIn Ads, you can target people based on their job title, company size, or other factors. This ensures that your ads are seen by people likely to be interested in your product or service.

2. Create a Company Page

A company page is a great way to showcase your products or services and connect with potential customers. On your company page, you can post updates, articles, and other content that will help you attract new leads.

3. Use LinkedIn Groups

LinkedIn groups are a great way to connect with like-minded professionals and potential customers. You can share your expert knowledge and build relationships with potential customers by joining relevant groups.

4. Connect With Influencers

Influencers are people with a large following who can help promote your products or services. Connecting with influencers can reach a larger audience and grow your business.

5. Use LinkedIn Insights

LinkedIn Insights is a great way to track your progress and see how your LinkedIn marketing efforts are paying off. With LinkedIn Insights, you can see how many people visit your profile, what kind of content they’re engaging with, and more.

6. Find Prospects With LinkedIn Sales Navigator

LinkedIn Sales Navigator is a great way to find potential customers and grow your business. With LinkedIn Sales Navigator, you can search for people based on their job title, company size, or other factors. This ensures you can connect with the right people for your business.

7. Use LinkedIn Learning

LinkedIn Learning is a powerful tool that can help you grow your business. It’s a great resource for learning new skills, keeping up with the latest trends, and networking with other professionals.

If you’re unfamiliar with LinkedIn Learning, it’s an online platform that offers courses on various topics, from business to technology to design. You can browse the courses by topic or search for specific courses that interest you.

LinkedIn Learning is a great way to stay up-to-date on the latest trends in your industry, learn new skills, and network with other professionals. If you’re not taking advantage of this resource, you’re missing out on a valuable opportunity to grow your business.

Best Time To Post on LinkedIn

The optimal time to post on LinkedIn is 9 AM on Tuesdays and Wednesdays, according to research done by Hootsuite.

Like all social media platforms, the algorithm for LinkedIn is always changing. As of right now, companies should be posting one to two times per day, five times per week.

The most important thing for companies to remember is that LinkedIn is a platform for business professionals. The content should be high quality and provide value to the reader.

 

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LinkedIn Marketing Best Practices

Like social media marketing in general, there are certain best practices to follow when marketing on LinkedIn so that you can maximize your results. It is important to keep in mind that LinkedIn is a professional network, so your content and overall approach should reflect that.

Here are some general best practices for LinkedIn marketing:

  • Keep your company page up-to-date: This includes ensuring that all of your contact information is current and accurate and that your page reflects your brand image. LinkedIn is often one of the first places people will go to learn more about your company, so you want to make sure that everything is in order.
  • Be active on LinkedIn: It is important to be active on LinkedIn, both as a company and as an individual. This means posting updates regularly, engaging with other users, and participating in groups. The more active you are, the more likely people will notice your company.
  • Create targeted content: As with any social media platform, it is important to create targeted content that speaks to your intended audience. LinkedIn is no different. When creating content for LinkedIn, keep in mind the interests of your target audience and what they would find valuable.
  • Analytics is your friend: As with any social media platform, LinkedIn provides analytics that can be extremely helpful in understanding your audience and how they are engaging with your content. Be sure to check your analytics regularly so that you can adjust your strategy as needed.
  • Use images and videos: Images and videos are always a great way to add visual interest to your content, and LinkedIn is no exception. Posts with images or videos tend to perform better than those without.
  • Boost your presence using LinkedIn ads: LinkedIn offers a variety of advertising options that you can use to reach your target audience. If you want to boost your presence on LinkedIn, ads may be a good option.

Strategies Used for LinkedIn Marketing

There are several different strategies that you can use for LinkedIn marketing. The most important thing is to find the strategy or strategies that work best for your company and your goals. Here are some common LinkedIn marketing strategies:

Company Page

Your company page is one of the most important tools you have for marketing on LinkedIn. Keep your page up-to-date and active, and use it to share valuable content with your target audience.

Employee Engagement

Encouraging your employees to be active on LinkedIn is a great way to increase your company’s presence on the platform. Employees can share your company’s content, engage with other users, and participate in groups.

Content Calendar

A content calendar can be a helpful tool for planning and scheduling your company’s LinkedIn posts. Having a schedule will help you ensure that you are posting regularly and that your content is well-planned and targeted.

Sponsored InMail

LinkedIn’s Sponsored InMail feature allows you to send messages directly to the inboxes of your target audience. This is a great way to reach a specific group of people with your message.

Different Content Formats

LinkedIn supports various content formats, including articles, videos, and images. Use a mix of content types to keep your audience engaged.

Personalized Message

When you send or engage with people on LinkedIn, take the time to personalize your message. This will help you build relationships and connect with people on a more personal level.

 

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Conclusion

There’s no doubt that LinkedIn can be a powerful marketing tool — if used correctly. By following the tips and tricks outlined in this guide, you’ll be well on your way to driving business growth through LinkedIn marketing.

However, as with any social media platform, creating targeted content that speaks to your intended audience is extremely important. When creating content for LinkedIn, keep in mind the interests of your target audience and what they would find valuable.

Also, be sure to check your analytics regularly so that you can adjust your strategy as needed. LinkedIn provides analytics that can be extremely helpful in understanding your audience and how they are engaging with your content.

Finally, use a mix of content types to keep your audience engaged. LinkedIn supports various content formats, including articles, videos, and images.

Follow these tips to increase your reach on LinkedIn and watch your business grow!

 

 

Sources:

https://blog.hubspot.com/blog/tabid/6307/bid/23454/the-ultimate-cheat-sheet-for-mastering-linkedin.aspx

https://storychief.io/blog/linkedin-marketing

https://buffer.com/library/linkedin-marketing/

https://www.crowdspring.com/blog/linkedin-marketing/

https://blog.hootsuite.com/linkedin-for-business/

https://blog.hootsuite.com/how-the-linkedin-algorithm-works-hacks/#:~:text=The%20LinkedIn%20algorithm%20determines%20a,well%E2%80%A6%20that’s%20very%20good%20news!

https://www.linkedin.com/business/marketing/blog/linkedin-pages/10-content-ideas-for-your-linkedin-page

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